A mixed study on the “wow” of impulse purchase on Instagram: insights from Gen-Z in a collectivistic environment

Abstract

Purpose Generation Z (Gen-Z), sometimes known as “digital natives”, represents the first generation to become immersed in digital communication. In a multicultural environment, this study aims to explore which types of factors are most beneficial in connection with Gen-Z’s impulsive purchase behaviour. Design/methodology/approach This study adopts an exploratory sequential mixed-method design, incorporating both qualitative and quantitative approaches. In Study 1, focus group discussions are conducted to address “why” and “how” questions, whereas Study 2 uses a quantitative method to test the hypothetical model. The model is assessed using structural equation modelling. This study used the stimulus–organism–response (SOR) framework in the context of Instagram. Findings Building on Mehrabian and Russell’s (1974) concept and focus group discussions, Study 1 introduces a novel SOR model tailored to Instagram. In Study 2, the model is tested, and results confirm most hypotheses, except for three. Factors such as aesthetic appeal, scarcity promotions and discounted prices stimulate impulse buying behaviour in Gen-Z. Positive emotional responses evoked by these factors also influence impulse buying, whereas the impact of negative emotional responses is found to be insignificant. Originality/value This mixed-methods study enhances the theoretical understanding of Gen-Zers’ impulse buying behaviour by highlighting the influence of diverse independent variables. By using the SOR framework, it reveals the intricate emotional aspects impacting impulsive purchase decisions. The research provides new insights into online impulsive buying behaviour, particularly relevant to consumer psychology and behavioural economics among young collectivist consumers.

Business Ethics And Freedom of Opinion for Gen-Z: Systematic Literature Review

“…Menurut (Muhammad, Adeshola, and Isiaku 2023) studi 1 memperkenalkan model stimulus organism respons (SOR) baru yang disesuaikan dengan sosial media Instagram. Faktor-faktor seperti daya tarik estetika, promosi kelangkaan, dan harga diskon merangsang perilaku pembelian impulsif di Gen-Z.…”

Brands as drivers of social media fatigue and its effects on users’ disengagement: the perspective of young consumers

“…We believe the SOR framework to be well suited for this research as it is often used in the marketing domain to study consumers’ behavioral responses, such as it happens with the behaviors of social media users (e.g. Muhammad et al , 2024). Moreover, prior studies (e.g.…”

Impulse Buying: How Generation Z's Enjoyment of Shopping Affects Their Fashion Buys

“…The materialistic nature of Generation Z (Flurry and Swimberghe, 2016), sensitivity to trends and lifestyles, and constant desire to appear fashionable motivate this demographic to purchase items that express their individuality (Djafarova and Bowes, 2021). Muhammad et al (2023) found that Generation Z is susceptible to the positive stimuli that fashion products frequently provide; these stimuli are commonly linked to trends and social, environmental, and multicultural concerns (Johnson and Im, 2014;Razzaq et al, 2018;Slater and Demangeot, 2021) elicitation of positive emotions in response to a positive stimulus induces impulsive purchasing (Gupta and Gentry, 2018;Muhammad, Adeshola and Isiaku, 2023). Therefore, Generation Z is a consumer group susceptible to impulsive purchasing (Djafarova and Bowes, 2021;Munsch, 2021;Zhang et al, 2021).…”